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Review Open access Aug 2026

Impact of Green Marketing on Pro-Environmental Purchase Behavior

This article investigates how green marketing influences customers’ sustainable consumption attitude (SCA) and pro-environmental purchase behavior (EPB). Following a survey of 738 consumers who actively use major e-commerce platforms and social media networks in Vietnam, we apply structural equation modeling (SEM), usi...

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Review Open access Sep 2026

From green marketing strategy to green purchase behavior in retail contexts

Consumer behavior drives retail and helps shift to a low-carbon economy. This study examines research trends on green consumption and sustainable behavior in retail contexts. A bibliometric study of 606 documents published between 2003 and 2025 that were retrieved from Scopus and the Web of Science (WoS). The results i...

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Open access Sep 2026

Green Marketing and Consumer Attitude: Shaping Eco-Friendly Purchase Intentions in Kathmandu Valley

Green marketing has gained significant attention globally due to increasing environmental concerns such as pollution, climate change, and resource depletion. Companies are integrating eco-friendly practices into their marketing strategies to influence consumer behavior and promote sustainable consumption. Kathmandu Val...

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Open access Sep 2026

Behavioral Economics in Green Marketing: How to Push Consumers to Make Responsible Choices (Nudge Theory)

The study addresses the growing importance of corporate social responsibility and environmentally responsible consumption in the context of global environmental challenges. Traditional marketing tools are becoming less effective, increasing the need for behavioral economics instruments, particularly “nudging”, which in...

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Review Open access Sep 2026

Earning the right to ask: Corporate social marketing credibility as a necessary condition in fast fashion retail.

Fast fashion retailers increasingly implement corporate social marketing (CSM) campaigns that encourage consumers to recycle clothing, reduce waste, and adopt more sustainable, responsible consumption practices. Yet their business models depend on the mass consumption these CSM campaigns seek to curb. This contradictio...

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Review Aug 2026

Green Marketing Practices, Sustainable Consumer Behaviour, and Their Influence on Brand Loyalty in Emerging Economies

Green marketing has moved from a peripheral corporate social responsibility gesture to a mainstream strategic positioning tool, yet its effectiveness in cultivating genuine, durable brand loyalty remains empirically contested, particularly in emerging economies where environmental consciousness, purchasing power, and i...

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